The image on the right? Channel 4 erected that outside its headquarters.

The broadcaster's distinctive logo will be rebranded on Friday, the day of the opening ceremony, and the "what's on next" screens that air between shows will be similarly rainbow-emblazoned for the day.Channel 4 is also launching a 90-second TV ad that will debut in prime time at 7pm on Friday – as BBC2's live coverage of the opening ceremony nears its climax – in a "roadblock" across its main channel, E4, More4 and catch-up station 4Seven.

Channel 4 is the official U.K. broadcaster of the Sochi 2014 Winter Paralympic Games, so this campaign is probably a good idea. It shows that the broadcaster's not shying away from the issue of LGBT rights in Russia.